For Most Small Business Advertising: Content is the Most Trusted Form

Patrick McFadden
4 min readApr 5, 2024


Today consumers are constantly bombarded with advertisements vying for their attention. From flashy banners to autoplay videos, traditional advertising tactics often interrupt users’ online experiences, leading to frustration and a growing resistance to these intrusive messages.

However, as technology continues to evolve and consumer behavior shifts, advertisers are being forced to rethink their strategies in order to stay relevant and effective in an increasingly crowded marketplace.

The Rise of Online Advertising

The advent of the internet has revolutionized the advertising industry, giving rise to a booming online advertising market that now billions annually. With the ability to reach a global audience instantaneously, online advertising offers unparalleled opportunities for businesses to connect with potential customers.

However, as the digital landscape becomes increasingly saturated with ads, advertisers are facing new challenges in capturing and retaining the attention of their target audience.

Moving Beyond Interruption

One of the most significant shifts in advertising in recent years has been the move away from interruption-based marketing towards more engaging and value-driven approaches. Instead of bombarding consumers with sales pitches and promotional messages, savvy advertisers are focusing on providing valuable content that educates, informs, and entertains their audience.

The Power of Education-Based Content

At the heart of this new approach to advertising is the concept of education-based content. Rather than simply pushing products or services, advertisers are seeking to engage consumers with content that addresses their specific needs and interests.

By offering valuable insights, tips, and information, advertisers can establish themselves as trusted resources and build meaningful connections with their audience.

Example Scenario:

Let’s consider a local home remodeling company, “DreamBuilders Renovations,” specializing in kitchen and bathroom renovations. Instead of bombarding potential customers with generic sales pitches, DreamBuilders adopts an education-based approach to their marketing strategy.

  1. Comprehensive Guides: DreamBuilders creates in-depth guides tailored to various aspects of home renovation, such as “The Ultimate Guide to Kitchen Remodeling” and “Top Tips for Bathroom Renovations.” These guides cover everything from planning and budgeting to design trends and materials selection, providing homeowners with valuable insights and practical advice.
  2. How-To Videos: In addition to written guides, DreamBuilders produces a series of how-to videos showcasing common renovation tasks and techniques. From installing backsplash tiles to choosing the right countertop materials, these videos empower homeowners to tackle smaller projects themselves while demonstrating DreamBuilders’ expertise and craftsmanship.
  3. Before-and-After Case Studies: DreamBuilders showcases their past projects through compelling before-and-after case studies on their website and social media channels. Each case study highlights the unique challenges faced, the innovative solutions implemented, and the stunning transformations achieved. By sharing real-life success stories, DreamBuilders inspires confidence in potential customers and demonstrates the transformative power of professional renovation services.
  4. Live Webinars and Q&A Sessions: To further engage with homeowners and address their specific concerns, DreamBuilders hosts live webinars and Q&A sessions on topics related to home renovation. These interactive sessions allow homeowners to ask questions, seek advice, and gain valuable insights directly from the experts at DreamBuilders. By fostering open communication and providing personalized guidance, DreamBuilders builds trust and credibility with their audience.
  5. Educational Blog Content: DreamBuilders maintains a blog on their website where they regularly publish informative articles and expert tips on various renovation topics. From eco-friendly remodeling practices to innovative storage solutions, these blog posts cover a wide range of relevant and timely subjects, positioning DreamBuilders as a thought leader in the industry.

DreamBuilders Renovations’ education-based content stands out as the most trusted form of advertising. By prioritizing informative guides, how-to videos, case studies, live webinars, and expert blog content, DreamBuilders positions itself as a knowledgeable and trustworthy resource for homeowners seeking renovation solutions.

This content not only educates and empowers homeowners but also fosters a sense of trust and credibility, making DreamBuilders the go-to choice for renovation projects.

When used in advertising channels, such as social media ads or Google Ads, this educational content serves as a powerful tool to gain permission and start a relationship with potential customers.

This approach not only captures the audience’s attention but also builds rapport and establishes a foundation of trust, ultimately leading to increased engagement, conversions, and long-term customer relationships.

From Sales Pitches to Permission-Based Marketing

In the age of information overload, consumers are becoming increasingly skeptical of traditional sales pitches and advertising tactics. Instead, they are seeking out brands that offer genuine value and solutions to their problems. This has led to the rise of permission-based marketing, where advertisers seek to engage consumers with offers of valuable content rather than intrusive ads.

Creating a Seamless Experience

In today’s hyper-connected world, consumers expect a seamless and personalized experience across all touchpoints. This means that advertisers must carefully consider the context in which their ads are displayed and ensure that they are relevant and timely. By integrating their advertising efforts with other marketing channels, such as social media, email, and content marketing, advertisers can create a cohesive and engaging experience for their audience.

The Future of Advertising

As technology continues to evolve and consumer behavior evolves with it, the future of advertising is likely to be shaped by innovation and creativity.

From interactive ads to immersive experiences, advertisers will need to find new ways to capture the attention of their audience and deliver value in a way that resonates with them. By embracing change and staying ahead of the curve, advertisers can continue to thrive in an ever-changing digital landscape.

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Patrick McFadden

Small Business Marketing Consultant // CEO of @indispmarketing // I install a marketing process to increase visibility, grow revenue & make your phone ring